An A-List Make-Up Artist Shares The Key Trends For 2025
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An A-List Make-Up Artist Shares The Key Trends For 2025

When A-listers like Ariana Grande and Khloé Kardashian need to look flawless on the red carpet, they call make-up artist Ash K Holm. Known for her precise technique and trend-led looks, who better to run us through the major beauty trends for 2025? Plus, she explains how to get them right…
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Velvet Matte Skin & Soft Radiance

The Look & The Inspo: This is all about creating a sophisticated, velvet-matte complexion with a hint of radiant highlight on strategic areas like the cheekbones, bridge of the nose and inner corner fo the eyes. It strikes the perfect balance between matte and dewy, which makes it a wearable yet elevated look. Inspired by red-carpet beauty looks and recent haute couture shows, this trend combines  90s-style matte skin with the kind of modern radiance seen on celebrities like Zendaya and Margot Robbie. My top tip is to use a mattifying primer, avoid applying too much powder and use a satin-finish foundation like the NARS Soft Matte Foundation. Also, use a cream highlighter for subtler luminosity. I love the Charlotte Tilbury  Hollywood Flawless Filter and the Rare Beauty Positive Light Liquid Luminizer

Cinnamon Sugar Blush

The Look & The Inspo: This blush technique has been seen on beauty brand owners like Hailey Bieber and Selena Gomez. You’ll see them wearing a warm, toasted cinnamon shade across the cheeks, with a bit of soft shimmer for extra dimension. This blush mimics the natural warmth of sun-kissed skin but adds a seasonal twist. Building on trends like cinnamon make-up and the latte look, it’s simple to recreate. Layer cream and powder blush for a multidimensional look and be sure to blend the edges with a fluffy brush for a seamless finish. I’d recommend the Morphe Blush in ‘Rose Terracotta’, the Rare Beauty Soft Pinch Liquid Blush in ‘Love’ and the Fenty Beauty Cheeks Out Freestyle Cream Blush in ‘Fuego Flush’

Glossy Ombré Lips

The Look & The Inspo: A glossy, multi-tonal lip, this look blends darker tones on the edges with lighter, reflective glosses in the centre. This creates a fuller, dimensional effect that feels modern and versatile. A nod to 90s grunge but with a luxurious twist, it’s been popularised on TikTok and by make-up artists who work with singers like Doja Cat. To get it right, outline your lips with a darker lip liner, blend with a mid-tone lipstick and finish with a high-shine gloss in the centre for a plumping effect. I love using the Morphe Lip Liner in ‘Spiffy’ with the Dior Addict Lip Maximizer Gloss or the NYX Butter Gloss in ‘Praline’.

Watercolour Eyeshadow

The Look & The Inspo: A great one for those who want to incorporate colour, this look plays with sheer washes of pastel or bright shades softly blended over the lids to create that dreamy, painterly effect. There’s definitely been a resurgence in playful, artistic make-up looks – it was seen at the recent Valentino and Chanel runway shows for example – plus, artists like Rosalía have experimented with the look. If you’re keen to give this one a go, use a damp brush or your ring finger to apply cream or liquid shadows for sheerer coverage. Focus on blending the edges for a soft, diffused look. I always use the Danessa Myricks Beauty Colorfix in ‘Serenity’, the Huda Beauty Matte & Metal Melted Shadows and the Urban Decay 24/7 Moondust Shadow in ‘Solstice’ for this. 

Reverse Cat-Eye Liner

The Look & The Inspo: A flipped version of classic winged liner, this focuses on the lower lash line to create a bold and edgy statement. It’s a growing trend on TikTok and has been worn by stars like Bella Hadid. My top tip is to use a waterproof gel liner for precision and smudge the edges for a sultrier effect. Pair it with neutral shadow and lots of mascara. I’d recommend the Inglot AMC Gel Eyeliner or the KVD Beauty  Tattoo Pencil Liner paired with the L’Oréal Telescopic Mascara

Monochromatic Metallics

The Look & The Inspo: This look takes a single metallic shade – like rose gold or copper – and uses it across the lids, cheeks and lips for a cohesive, modern look. Seen at the Fendi and Versace shows, this trend is perfect for anyone who loves polished yet minimal make-up with a bit of a difference. Be sure to choose a universally flattering metallic shade and always use buildable formulas. Also, I’d advise keeping the rest of your make-up quite neutral so as not to overdo it. Try the Natasha Denona  Mini Gold Palette plus a Pat McGrath Labs Skin Fetish: Highlighter + Balm Duo, with the Dior Addict Lipstick in ‘Solar Bronze’ to finish. 

Cherry Cola Smoky Eyes

The Look & The Inspo: While you might think this is a soft smoky eye, the twist is in the shade. Instead of greys or black, opt for reddish-brown and berry tones,  and blend them with a hint of shimmer for added depth. It feels like a grown-up, wearable twist on smoky eyes. Start by blending a berry tone into the crease and smudge a cola brown along the lash line. Don’t forget to add a hint of shimmer in the centre. The Anastasia Beverly Hills Modern Renaissance Palette is perfect for this, as is the Urban Decay 24/7 Eyeshadow in ‘Half Baked’ and the Morphe eyeliner in  ‘Rhyme or Reason’

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